Storytelling has always played an important role in our lives, whether it is from listening to stories from our parents, or from hearing your friends tell you about their crazy lives. We experience these stories from the tones and the way the storyteller emphasizes specific words. The art of storytelling is also important in marketing and advertising, as it can draw out emotions and experiences in a narrative form. When a person reads a new article or blog entry, he or she is automatically “placed” in the center of the author’s story and surrounded by their words.
The year 2016 has seen a major change in the storytelling format; brands are joining in on the popularity of podcasting and putting a voice to their brand. The rise of podcasting has given way to a new form of storytelling and media consumption, in which fans can now download your latest podcast and listen to it at home, at work or anywhere, any time they want. Your fans are no longer attached to their computer screens, yet they are mobile and always connected. People are consuming more and more media on a daily basis. Therefore, it is time to pivot with the ever changing media and take on a new form of storytelling.
2016 has seen a change in storytelling, as brands are joining in on the popularity of podcasting and bringing a voice to their brand. The rise of podcasting has opened up a new form of media consumption, your fans can now download your latest podcast and listen to you anytime they want. They are no longer attached to their computer screens, yet they are mobile and always connected. People are consuming more and more on a daily basis. Therefore, it is time to pivot with the ever changing media and take on a new form of storytelling.
The benefits of creating an engaging and entertaining podcast series for your brand
Podcast growth can be attributed to users being mobile and always connected. Edison Research (https://www.edisonresearch.com/the-infinite-dial-2016/) gathered data on media consumption and found that 36% of all Americans ages 12+ have listened to a podcast. On average, Americans are listening to 5 podcasts during the week and are doing this on their smartphone, tablet or other portable devices. Creating an informative and entertaining podcast series for a brand will put a voice to your brand and will expose the brand to other fans of podcasts.
A podcast offers more than just words on a screen; it adds a voice to an individual’s favorite brand. When you read an article from your favorite author or read a funny story on a blog, you are usually reading in your head, with no emphasis on different words or tones. However, hearing something read from the voice of your favorite author or blogger brings a whole new dimension to the story you are reading. You hear their tone in words and more easily understand the message they are trying to convey. This promotes a deeper connection between authors and followers and can help build brand awareness and loyalty.
We are always connected. People are on their phones constantly, whether it is at home or work, or in the car while we are connected through Bluetooth. In today’s age, we can take our media anywhere and everywhere. You can download your favorite song straight from your phone at any time or download the newest podcast straight from your “connected” or internet-enabled automobile.
As a subscriber, your mind is open to all thoughts and ideas from the podcaster. Some of the topics and ideas might seem strange or you could be unfamiliar with it, but the podcaster is speaking to you because they find these ideas either important or currently popular. Subscribers will listen to you and take your opinion, therefore allowing the subscriber to drive them towards a new product, service that you offer or partner.
A podcast can be produced and uploaded to your site within a day. Brands can get involved with current headlines, pop culture or topics that are trending around the world. You can be informed about the newest trends in fashion or flashy new gadget that everyone will love in 2017.
Podcasting is a new and untapped resource, as marketers we should remember that SEO is constantly changing and we must evolve with new technology and trends or else we will be left behind. If you are on the fence or debating the idea of a podcast, go online and find a couple of podcasts on topics or hobbies you enjoy and subscribe. You will find yourself learning new things, engaging with the topic on hand, and will most likely download and subscribe to new and evolving podcasts.
Step out of the blog and plug in with a podcast.